#81 Why Executives Don’t Trust the Data – with Rhys Williams, Founder & Managing Partner at Domestique

What this episode covers

Rhys Williams, Founder of RevOps agency Domestique, joins the show to talk about one of the most frustrating (and familiar) realities in GTM: executives don’t trust the data. But the real issue? It’s almost never about the dashboard. In this episode, Rhys walks through a practical, systems-level approach to rebuilding trust in data—from strategic alignment to process design and cross-functional buy-in.We cover:Why “I don’t trust the data” rarely means bad reportingThe foundational role of GTM strategy and lifecycle stagesHow to align MQL definitions across Marketing and SalesTooling traps, reverse-engineered metrics, and the danger of dashboard overloadHow to use operating cadences like the “Demand Council” to drive alignmentWhy RevOps teams must lead with analysis and recommendations—not just dataRhys Williams on LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/ Janis on LinkedIn: https://www.linkedin.com/in/philippstelzer    Phillip on LinkedIn: https://www.linkedin.com/in/janiszech    Weflow: https://www.getweflow.comChapters:(00:00:00) Intro & Meet Rhys(00:02:08) Why Executives Still Don’t Trust Data in 2025(00:04:16) Strategy → Process → Tools → Data → Enablement(00:07:05) Why MQLs Break Without Shared Definitions(00:10:52) From Business Goals to KPI Trees(00:13:19) Input vs. Output Metrics(00:17:55) Designing Operating Cadences that Actually Use Data(00:21:55) The RevOps Readout: How to Get a Seat at the Table(00:26:35) Leading Through Influence – Even with Executives(00:29:47) Book Recommendations: The 360 Leader, The Daily Stoic

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